Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things MeanWhat does the future hold for your organization?  Will it be more of the same?  Pretty much business as usual with a twist of incremental change?  Or will radical new innovations dramatically change both what your organization does…and even what is normal and customary?

Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean by Roberto Verganti is on every recommended list of innovation titles.  Couldn’t tell you which list persuaded me to pull it out of the stack and start reading it.  What I can tell you is that this is a very interesting read.

Verganti is working on the basic understanding that game-changing innovation is not “pulled by users but is instead proposed by firms (p. 41).”  What he’s getting at is related to Steve Jobs observation that “a lot of times people don’t know what they want until you show it to them.”

So here’s the question.  Could that be true in your organization?  In your field?  Is it really true that no knew that the iPod was the answer to their dreams until they held it in their hands?  Okay…the evidence is in there.  What about in your field?

This is interesting stuff.  I don’t know if you’re as fascinated by it as I am.  If you’re looking for ways to move things to what’s next…this may be a book you want to pick up.  And you can do that right here.

Design-Driven Innovation